Protected Audience API

2021 was a year full of important news for the future of digital advertising. Let’s take a look at the most impactful 2021 digital advertising trends from the industry perspective.

Just two days after publishing Topics API, Google shared more details about the FLEDGE API specification for the upcoming Origin Trials. It is definitely a positive move, as it improves the industry’s understanding of the scope of tests that will be possible in the upcoming months. The specification includes essential features for advertising efficiency and utility, such as those created by RTB House – Product-level TURTLEDOVE and Outcome-based TURTLEDOVE. Sadly, the testing phase timeline hasn’t been updated for months now, so a more detailed timeline is still unavailable.

In this Media Review, we present 3 stories from the last month, including the gaining momentum of the Privacy Sandbox, analyzing why the number of entities that tested FLEDGE was so small, and the newly launched tools from Google.

Google has released an article announcing the availability of Bidding and Auction services in the web version of FLEDGE, as well as the status on pending FLEDGE capabilities. These two Google releases could have a major impact on the adoption of FLEDGE in the near future.

As a leading buy-side platform, RTB House has been involved in the development of the Privacy Sandbox ever since its announcement. Being highly experienced in retargeting, we put particular emphasis on FLEDGE. This proposal has been in preparation for years now and has been available for testing in Chrome since April 2022.

We already shared our initial findings from the experiments in a previous article. It covered the availability of the elements for testing, our setups, and the initial results.

In this article, we would like to provide an update on the status of both the market and RTB House as of the end of January, give more insights and results, and share our perspective on the future testing and implementation phases.

In this Media Review, you can read 6 stories, including big tech antitrust update, Meta letting users opt out of some targeted ads (and only in selected countries), and ramping the FLEDGE origin trial back up and launching isolated experiments.